There are some days that just go by and some days that go by while changing your whole perspective. UBA Trends Day was one of those days that changed me. I went with an open notebook and returned with lots of ideas that I still have to figure out. In that one day, I was able to see not only how marketing, technology, and society will develop in the future, but also how we are all trying to understand how human connection still fits into all this rapid change.
A few moments and ideas that are still ringing in my head are listed below:
“People like us do things like this.” —Seth Godin
There was more to Seth Godin’s discussion than branding. It has to do with belonging. He reminded us that it is no longer effective to bombard the globe with messages. People are looking for stories that feel personal in a world full of noise. They’re looking for a genuine connection. This concept caught my attention: the most effective communication is relevant rather than noisy.
It made me to think: what do I focus on? What has my trust?
“Experience is the new currency .”– Raja Rajamannar
Another thought that stayed was that customers are now purchasing experiences rather than just goods, according to Raja Rajamannar of Mastercard. He brought up a topic that I also noticed in my own life. More people are spending money on culinary classes, weekend getaways, and concerts as memories rather than material gifts. Brands are becoming aware of this change. However, it speaks more deeply about our values even when it’s not related to business. We want experiences, not things.
“AI is here but are we ready? ”- Stephan Loerke
These days, we discuss AI as if it were just another tool. At UBA Trends Day, however, the dialogue felt different, more truthful, more important. Although 74% of marketers now use generative AI, only 16% are fully taking advantage of its potential. I kept that statistic in mind. Because it’s not just about using AI, it’s also about how we use it. Do we use it wisely? In a creative way? Ethically? Stephan Loerke challenged us to consider AI as a force that is changing how people and organisation’s function, rather than merely as a tool. That’s exciting and a little alarming.
The smallest gestures matter most!
The story about the company Chewy was one of my favourites. They don’t send a generic message when a customer’s dog dies. They deliver a handwritten card and a hand-painted portrait of the pet. That isn’t marketing. That’s what care is. And it served as a reminder that the most significant things in a world dominated by automation and numbers are still fundamentally human.
Okay, now what?
I left UBA Trends Day without a definitive solution to the question of where the world is heading. But I left with deeper questions:
– In an increasingly automated society, how can we maintain our humanity?
-What does it mean to build a connection rather than simply grab attention?
-Rather than focussing on quick wins, how can we create value that lasts?
I might continue to ask these questions. But maybe that’s the point. Even though the future is unknown, kindness, curiosity, and shared stories are still important.
